Marketing to Youth

Information and insights on reaching a young audience

Marketing to Youth


Damaris Montalvo and Angela Baldwin, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Mercy Ships, a non-profit organisation which provides medical care to people living in poverty, used social media to capitalise on television coverage in the US. The organisation was to be featured in a news magazine show, and so developed a digital and social strategy to build on this.

Carlos Payares, Gloria Roncancio and Jonathan Romero, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Visa, the financial services company, applied analytical techniques to improve its Facebook page performance in Colombia. In May 2013, Visa had a large community on Facebook but was struggling to increase engagement and create business value.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Coca-Cola, the beverage giant, used the International Day of Happiness in 2013 to engage with students in the United Arab Emirates. The company sought to prove that if the prevalent gloom in the Middle East was contagious, then happiness and laughter were even more contagious by building 'The Laughter Machine', a vending machine that replaced money with the sound of laughter, and placed it in two key universities in the UAE.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how, to celebrate the spirit of positive change and optimism resulting from the Arab Spring, Coca-Cola launched 'Today I Will', an initiative aimed at unlocking individual potential whilst staying true to the values that shape Middle Eastern society. By giving the youth a platform to make their voices heard, Coke reached millions and engaged hundreds of thousands across the region, while Coca-Cola sales increased by 28% in Saudi Arabia and 16% in the United Arab Emirates (UAE).

Laura Woods, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Toyota, the car manufacturer, created a series of radio sessions released on Pandora, the internet radio service, to drive brand awareness and purchase intention amongst 18-49 year olds in the US. The six part series highlighted the work of emerging artists, providing music, exclusive behind-the-scenes content, and live events footage.

Warc Prize for Social Strategy, Entrant, 2014
This case study illustrates how Cadbury Bournville, the confectionery company, repositioned its brand in India using social media. Understanding of the target youths aged 15-24 years, segmented by online behaviour, helped develop digital and content strategy.

Deepak Gopalakrishnan, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how the sport of field hockey was revived in India with the launch of a new league - the Hero Hockey India League (HHIL) - on social media. Sports in the country was dominated by cricket, particularly following international successes, and hockey viewing and game attendance had declined.

Jamie O'Brien, Warc Prize for Social Strategy, Entrant, 2014
This case study demonstrates how Bud Light, Anheuser-Busch's beer brand, used Facebook ads to increase preference for its beer and therefore increase sales in the US. The Facebook ad campaign identified Bud Light's best-performing standard Page posts, including a range of sports and beer related content, and amplified them, turning them into Facebook Page post ads.

Sabrina Benz, Antonella Peschechera and Matteo Bosisio, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Arena di Verona, an Italian opera theatre, sought to attract a younger, non-opera fan audience through social media. The company used Twitter - despite not having a Twitter account.

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